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Targeting the right demographic has always been delicate business for brands. Jingles and logos come and go. But only audience targeting carries with it the inherent risk that by too closely zeroing in on one group, a brand can inadvertently alienate another. Just look at these two ads for Pepsi below.
Back in the early 1960s, the generation born to GIs returning home from World War II was reaching its teen years. From the start, there was something different about these kids.
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